A new kind of advertising is being introduced by Netflix that uses artificial intelligence to make ads seem more integrated into the content. This creative structure, which was unveiled during the company’s Upfront event, enables advertisers to include their goods into content that is based on well-liked Netflix TV shows and films.

Viewers on the ad-supported plan may see promos that blend in with the visual aesthetic of episodes like Wednesday, Bridgerton, or Stranger Things instead of the usual commercial breaks. In order to make advertisements less obtrusive and more interesting, Netflix demonstrated during the presentation how a product may be shown over a scenario inspired by one of its original shows.

According to the business, “these advertisements can be positioned during a pause screen or mid-show.” When the feature launches later this year, Netflix said they could include interactive call-to-action buttons or overlays.

Although it’s unknown how these advertisements will change, Amy Reinhard, head of advertising at Netflix, alluded to quick innovation when she said, “The pace of progress is going to be even faster.”

With 94 million monthly subscribers, more than tripling the 40 million recorded during the same period last year, Netflix’s ad-supported tier is seeing significant growth at the time of this shift. With its most recent strategy, Netflix hopes to improve brand integration and reinvent ad experiences in a manner that seems more organic to consumers.